Loewe Perfumes
In its relentless pursuit to reconnect with nature during these challenging times, Loewe has imbued its perfumes with an inclusive and optimistic vision. This ambitious project, the boldest the brand has ever undertaken, features a unified flask and packaging design. Captured by Maison’s photographer and collaborator, Tyler Mitchell, the campaign draws inspiration from a kaleidoscope of rainbow colors. It brings together the eight fragrance families under a botanical aesthetic, evoking a better world defined by personality, emotion, and the value of small gestures and details.
From the sandalwood and lemon essences of the Loewe 001 family, designed for sharing, to the Loewe Pour Homme scents, with their earthy Mediterranean notes of vetiver and geranium, each of the eight Loewe fragrance families stands distinct. They are the result of a meticulous process of analysis and testing, each evoking unique places and emotions. Yet, they are now more interconnected than ever, reflecting a metaphorical parallel to life during the ongoing pandemic. We are all unique, but it has become evident that we are stronger together.
The campaign, envisioned by Jonathan Anderson, celebrates diversity through images that blend new faces with organic elements and floral arrangements inspired by the ancient Japanese technique of Ikebana. It is a celebration of humanity, from the radiant halo surrounding the muses in Loewe Aura to the sunset hues of Loewe Solo, all unified in a sleek yet sturdy glass bottle, capped with a sycamore wood top. Since unveiling its acclaimed Show-in-a-box last year, Loewe has continued to inspire dreams through sensory exploration and creative experimentation. Art, craftsmanship, and nature converge in a philosophy that is more essential than ever.